This thesis explores the impact of sports performances on the marketing strategies of sports organizations. Through the analysis of available data and case studies, it reveals how sports successes, such as winning medals and achieving high rankings, can significantly enhance the marketing value of athletes and sports teams. Successful athletes attract significant media attention, leading to increased visibility and greater appeal to sponsors. This connection between sports achievements and marketing opportunities allows sports organizations to optimize their marketing strategies and increase revenue. The thesis also examines how sports achievements contribute to the development of a strong brand and the long-term sustainability of sports organizations. Recommendations for future marketing approaches include a stronger integration of on-field success with marketing activities, as well as strategies to maximize the commercial benefits derived from sports achievements. This thesis provides a comprehensive insight into the relationship between sports performance and marketing strategies, offering guidance to the sports industry on how to better leverage its successes to create additional value and drive business growth.